Jean-François van Boxmeer, chairman de la junta directiva y CEO de Heineken
This month Heineken announced the acquisition of 50% of the shareholding in Lagunitas Brewing Company, the fifth largest craft brewer in the U.S., according to volume. Lagunitas is the owner of a variety of award-winning brands, that includes Lagunitas IPA, the biggest India Pale Ale brand in the U.S. This move will allow Heineken the chance to present its beers to new consumers in a market that shows international growth opportunities.Lagunitas was founded in California in 1993 and it is estimated to sell 1 million hectolitres of beer in 2015. Their beer is produced in Petaluma, California and Chicago, Illinois. Currently, they are building a third brewery in Azusa, California. The brand has an important growth record: with 2012 – 2014 revenue CAGR at 58%. “We are very excited to partner with Lagunitas. We recognize and respect the tremendous success of Tony and his team in building one of the great US craft beer brands. We look forward to that same team partnering with us to expand Lagunitas globally, so it can reach parts of the world that other craft beer brands have not” said Jean-François van Boxmeer, Chairman of the Executive Board & CEO of Heineken. The brewer has a nationwide presence in the U.S. and has expanded in several other markets. So far it is present in the UK, Canada, Sweden and Japan and it offers great potential to continue growing.
Heineken se acerca a los millennials con un mix estratégico de mercadeo móvil
